Overachievement for the Underdog


Everybody loves a great comeback story; whether it’s about a sports team, a movie star or a brand, people love someone they can root for. When it comes to brands especially it’s necessary for them to be proactive when crafting a strategy to better themselves. A great example is Domino’s Pizza; during a slump in business they essentially were able to rebrand themselves by speaking directly to their audience and asking them what would make their pizza better, and took those suggestions to heart to create a better product which helped their popularity resurge.

Now, they were never an underdog necessarily (unless you compare them to a Papa John’s for instance) but it’s an example of how a brand can use certain information and help get to the next level in terms of growth. Here are a few tips which brands should consider if they feel like they’ve hit a slump or are trying to reach the next level of greatness:

Invest in SEO

Did you know that 81 percent of shoppers will begin their buying process with a Google search? Or that 35 percent of all e-commerce traffic comes from search engines? Think of SEO as the word-of mouth of the internet. Regardless of whether you own an e-commerce platform, a brick-and-mortar store, or both, investing in SEO is one of the smartest business decisions you can make to put yourself on the map.

Seek out Influencers

Influencer marketing all about expanding your community. An influencer is basically a prominent figure with a large following. The goal is to find one pertaining to your target market and getting them to talk about your business to their loyal fan base. When you find the right one, it can do wonders for startups and small to medium sized businesses.

Make an Effort to Get Online Reviews

We’ve all heard the stats on how important online reviews are these days. Perhaps the most mind-boggling one is that 90 percent of shoppers incorporate them into their purchasing process. With that being said, customer reviews and testimonials can be a game changer for startups and small to medium sized businesses. This means that the underdogs need to make a huge effort to gather feedback from customers. Following a purchase, it is wise to send an email encouraging customers to rate them on the big review sites like Yelp, or with a simple form to fill out regarding their experience.’


Doing these things are important but can prove to be time consuming for most brands as their primary function is to provide certain products/services; this is where an advertising agency comes in! The right agency will get to know your brand and be able to help you manage your online reputation and improve overall awareness.